About the course

Overview

As e-commerce matures and customers are trained by your competitors to expect more, marketing and commercial professionals must be able to satisfy customers whilst also increasing profits.

James Gurd, a thought-leader in e-commerce, heads up this course examining online merchandising. This course takes a whole-business approach to the art of selling online, from promises made to customers, right through to post-purchase selling.

Program

This intensive course is focused on ensuring you understand the fundamentals of online selling, guiding you through a framework for online merchandising. From product selection and presentation, through search, sorting, filtering and promotions, to an introduction of rule-based merchandising, we will explain the key approaches to merchandising with relevant examples and case studies.

The day considers selling 'in the round': from the promises made to customers through to post-purchase selling. We also place online selling in the context of offline selling (store, catalogue and telephone) as well as within a performance framework, suggesting some KPIs to assess progress based on a test-measure-optimise approach to selling.

The multichannel, commercial approach will allow participants to communicate the benefits of a whole-business approach to selling online, as well as measuring and sharing the success.

Course Requirements: A wi-fi enabled laptop or tablet is required for this course. If you cannot bring your own please contact us to reserve a rental laptop at a cost of £50 + VAT.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This course is targeted at beginner/intermediate level, and is ideal for anyone interested in improving their approach to selling effectiveness online. Examples include: senior marketers responsible for the sales performance of the e-commerce channel but who don’t have direct merchandising experience; junior and mid-level online merchandisers interested in planning for increased sales effectiveness; offline merchandisers looking to understand the capabilities and demands of modern online selling and systems; or heads of e-commerce looking to lead team improvements in selling and wanting to compare their team’s capabilities with a good practice framework.

How will I benefit?

Upon completion of this course, you will be able to:

Understand the framework for online merchandising and examples of good practice that you can apply to your business

Place online selling in the context of your wider customer communications strategy, communicating your channel's needs and benefits to colleagues in your business.

Promotional strategies and their demands on online merchandising systems

How to use exit intent and remarketing to extend your merchandising shelf life

Key Metrics and Performance Indicators

A review of the traditional metrics for stock and sales performance and their applicability to online

Online-only metrics

Important Key Performance Indicators

Online Merchandising Techniques and Considerations

Rule-based or algorithmic systems

Behavioural profiling to drive rules

Use of personae

A:B testing in online merchandising

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

For more information, please get in touch with the team at training@econsultancy.com or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.

Trainer

Ian Jindal is a consultant, publisher, and advisor on eCommerce in integrated retail, publishing, and broadcast. Clients include Marks & Spencer, House of Fraser, Camelot UK Lotteries and Westfield Shopping Town. A regular keynote speaker and conference chair, Ian co-founded InternetRetailing, the magazine, portal, and conference for Europe's leading retailers and multichannel retailers.

Previously he was Group E-commerce Director for Littlewoods Shop Direct Group where he grew online revenues to £405m pa. Before that, Ian was Head of Online Operations at the BBC, establishing the team that managed over 400 BBC websites and a non-executive Director of Business Link for London.

Ian co-founded the European eCommerce Forum, a private conference and 'think tank' to advance the art and craft of online selling.